Media companies grapple with growing pains of custom media

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Media Business, 8/3/10

While 90% of b2b marketers are actively involved in producing custom content, a confidence gap has emerged between the various tactics being used to push custom content and their effectiveness, according to a soon-to-be-released survey.

The survey, “B2B Content Marketing 2010 Benchmarks, Budgets and Trends,” kicked off the third annual Custom Media Day, which took place in New York and drew more than 100 people from the b2b media and custom media precincts.

According to the online survey, which took the pulse of more than 1,100 b2b marketers in May, respondents are spending roughly a quarter of their budgets on custom content. And b2b media companies are angling to get their piece of this growing spending.

However, the survey, which will be released in early August, found wide discrepancies between the tactics being used by media companies to market custom content and their effectiveness.

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